San Francisco, California, United States
Cross-functional leader and strategic partner fluent in both the horizontal systems that scale thriving design organizations and the vertical depth that drives design craft. Spanning ads, business tools, monetization, creatives, and consumer-facing spaces, I bridge brand, product, strategy, and program excellence to turn complexity into creative clarity—enabling business and consumer experiences while transforming vision into momentum and measurable impact. At Meta and Amazon, I’ve shaped design operations, ideated and executed on company-wide creative solutions, powered longterm vision program work, led creator economy programs, and built frameworks that empower 70K+ designers across products reaching billions of users. My career started in PR and editorial storytelling, where I learned how emotion and clarity build trust. That instinct for narrative evolved into a systems mindset—helping global teams find alignment, scale creativity, and connect culture to craft. I build frameworks that give creativity direction, and direction meaning.
Leading design strategy and operations across Ring, Blink, Key, and Sidewalk — building the systems, rituals, and cross-functional workflows that empower creative momentum and a culture of craft. Defined and established the cross-functional and design discipline agnostic infrastructure — shared vision frameworks, sprint toolkits, creative briefs, Jira systems, and the RBKS Design Toolkit that became the org's operational backbone. Built frameworks to unify and scale design excellence through culture and collaboration — resulting in 100% adoption of cross-brand design crits, C-suite level touchpoints, the org's first-ever UX leadership design reviews, and cross-functional design sprints that stacked value as both org health wins and in-product impact. Partner directly with leadership on organizational health, staffing visibility, and operational readiness while serving as both embedded program lead and horizontal strategic partner across four product lines — cutting design cycles by 40% and achieving 85-90% guild completion rates. Scope: Cross-pod coordination across Ring hardware, Echo devices, mobile apps, web experiences, and AI integration platforms serving 40+ designers
At Meta, I served as a strategic Design Program leader, consistently tapped to architect clarity and scale impact across complex product ecosystems—spanning Facebook, Instagram, WhatsApp, and beyond. My role evolved fluidly between embedded and horizontal leadership, providing me a rare vantage point across monetization, creator economy, generative AI innovation, and brand-driven growth initiatives. I specialized in rapidly synthesizing ambiguous challenges into clear, actionable strategies—often at pivotal moments for high-priority initiatives championed directly by senior executives, including CEO Mark Zuckerberg. By navigating seamlessly across product, engineering, marketing, legal, and external creative agencies, I bridged silos, unified teams, and accelerated cross-functional execution. Key highlights include leading the inaugural global Business Messaging conference ("Conversations") reaching 1M+ viewers, developing Meta’s first governance framework for responsible AI-driven brand asset creation, and scaling interconnected commerce and monetization experiences that empowered millions of creators and small businesses globally. My ecosystem-focused perspective, cultivated through dynamic movement across diverse teams and business priorities, enabled me to architect sustainable solutions that drove both immediate clarity and long-term, scalable success.
• Supported the transformation of Facebook into a content-first platform by simplifying production workflows, reducing creator friction, and optimizing publishing infrastructure for growth, retention, and accessibility across the 3B+ user base. • Embedded in design team that supported CEO property of accelerating creator ecosystem growth, value and trust by co-leading strategic efforts like the Creator Summit—bringing together creators, product teams, and UXR to inform roadmaps, strengthen feedback loops, and align on shared impact across the Family of Apps. • Led high-impact, cross-functional programs across publishing, music and rights, and originality design to support creator onboarding, content management, and content protection across Meta surfaces. • Drove design alignment across complex systems transitions and cross-surface tooling integrations—improving platform interoperability, regulatory readiness, and long-term creator success through more seamless publishing flows. • Collaborated with product, content design, engineering, and GenAI teams to evolve creator experiences through AI-driven tooling, while ensuring responsible integration aligned with platform originality and rights standards. • Spearheaded the organization’s first scalable cross-functional engagement model and educational toolkit—bridging design, product, and engineering to strengthen music creation and rights workflows and support ethical innovation in creator tools.
• Tapped by core leadership as design operations lead to establish, communicate, and scale brand-in-product processes, toolkits, engagement models, and measurement plans for Meta’s in-house creative agency—supporting a wide range of high-priority Facebook product design initiatives. • Established operational frameworks for this multidisciplinary agency, optimizing campaign delivery, creative output, and alignment with evolving product roadmaps and business goals. • Created a product-focused environment within the creative space, introducing a measurement strategy that linked brand-in-product work directly to product outcomes and company-wide objectives. • Strengthened partnerships between UX design and creative teams by fostering shared understanding of surfaces and systems—driving more cohesive, context-aware brand experiences and elevating the strategic impact of creative outputs across the platform.
Served primary architect of trailblazing influencer marketing agency's brand voice, product value, and positioning as industry leaders. Crafted and ensured a cohesive, compelling, and impactful brand presence across internal and external channels, driving all strategic endeavors to track against business priorities and meet the needs of a developing and evolving influencer marketing landscape. Worked closely with company founders and stakeholders in crafting the company's Key Messaging platforms, securing industry recognition through garnering multiple awards across premiere stages {Inc., Fast Times, Forbes, etc.). Authored and drove distribution of two company white papers, “The State of Influencer Marketing,” and the data-driven study of historically qualitative field of marketing, “How to Measure the ROI of Influencer Marketing.” Spearheaded corporate communications and content marketing strategies across platforms and channels in brand, industry, and influencer-facing spheres. ldeated, crafted, and authored industry's first-ever Influencer Marketing Look Book Series, showcasing CLEVER's diverse/exclusive influencer/brand partnerships to drive company value and boost revenue pipeline. * Brand Architecture * Brand Positioning * Value Proposition Development * Brand Management * Strategic Planning * Channel Strategy * Stakeholder Alignment * Key Messaging * Executive Communication * Award Acquisition * Thought Leadership * Content Strategy * White Paper Development * Data Analysis * ROI Measurement * Corporate Communications * Content Marketing * Multi-Channel Marketing * Strategic Communication * Content Creation * Look Book Development * Partnership Marketing * Revenue Generation * Creative Strategy
Directed a global team of 300+ external creators to produce unique lifestyle content across 5 channels, diverse industries, and audiences (750M+ monthly unique visitors). Significantly boosted audience engagement and retention, contributing to the company's rise in U.S. digital media property rankings (from #75 to #70). * Oversaw brand partnerships across the lifestyle media company's channels and supported video production and content creation for Mode Studios. Contributed to the mobile product launch of Mode Stories. Cultivated strong relationships between the in-house editorial team and external premier tastemakers, ensuring consistent brand tone and high-quality content across diverse lifestyle and interest channels. Led end-to-end content creation process, influencing overall editorial strategy with responsibilities encompassing: * Copywriting * Influencer outreach * Editorial strategy development * Story creation * QA execution * Publishing * Event management * Engagement tracking * Budget adherence * Content quality control